Airline’s big social media budgets are wasteful without strategy

Skift Take

The most successful social strategies build upon an airline’s brand, giving it a voice and personality beyond its service. Global airlines still finding their footing can look to American Airlines and Delta as role models.

— Samantha Shankman

More airlines are clamouring for a slice of the social media pie, with more than 70 per cent of them intending to increase their budgets in this area this year – although many are struggling to do it right.